FMCG Case Study

Challenge

  • An FMCG brand had several creative vehicles and wanted to know which ones were working best
  • They also had a big Masterbrand campaign and there was pressure to cut this since its impact was little understood

 

Solution

  • Going back 3 years build models of weekly volume, incorporating all the sales data, pricing, media, etc.
  • Carefully analyse media impacts by creative and channel to understand responsiveness and efficiency

 

Waterfall

 

Benefit

  • Masterbrand creative roll-out and seasonally aware laydown, amongst other factors, identified to increase profit and improve ROI
  • Additional £1.2m profit available from media in the long-term, an increase of 40%
  • Date: 03/17/2013
  • Categories: FMCG Modelling

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